Investing in
Sports Sponsorship
Your essential tool for brand growth
Connecting
Brands with fans
Sports sponsorship connects brands with one of the most passionate and loyal audiences in the world: fans. It offers powerful marketing opportunities – from brand visibility to unique fan activations – that drive deeper engagement than traditional marketing channels. But it’s not just about reach – it’s about emotional connection.
Sports fans are more than spectators. They live every moment – cheering, celebrating, and commiserating with their teams. These deep bonds extend beyond the pitch, influencing how and what they buy:
00%
more likely to research a brand seen on Premier League advertising boards
00%
of fans trust sponsors – second only to personal recommendations
00%
uplift in purchase intent for brands sponsoring the sport
The benefits of
Sports Sponsorship
Increasing brand visibility
Sports sponsorships enable companies to grow brand awareness. They do this by associating with popular leagues, teams and players, tapping into their vast fan bases, and gaining exposure through global TV broadcasts, digital and social media.
Targeting new demographics
Sports sponsorship allows companies to reach audiences beyond their traditional base, introducing their brand to fans who may be unfamiliar with their products and services, paving a way to mainstream recognition.
Building credibility and trust
81% of fans trust the brands their club partners with, second only to personal recommendation. By aligning with famous teams, players and other blue-chip sponsors, brands strengthen their credentials and grow customer confidence – crucial in the conversion rate challenge.
Unique brand experiences
Partnerships within sport offer unique acquisition and retention propositions with VIP match and event day hospitality, tickets, signed merchandise and other experiences to drive customer – and wider stakeholder – engagement.
Types of Sponsorship:
Sponsorship can be broken into four main categories:
Within these categories across the sporting ecosystem, there are hundreds of different options available. This means you should be able to curate the perfect sponsorship strategy for your business goals, marketing mix and budget – and that is where we can help by acting as an extension of your team to help you navigate the complex world of sport.
1Uniform Sponsorship
Brand building at the highest level.
Prime marketing platform for global visibility with a premium rights package
2Category Partner
Strategic entry into the sponsorship ecosystem.
Entry-level sponsorship packages tailored to your brand and budget
3League or Central Partner
Elevated association with an entire competition.
High-level visibility across every club, team and league or competition -owned channels
4Ambassador
Partner with iconic sporting talent.
Athlete-led campaigns built around credibility, reach, and authenticity
How you can
Activate your sponsorship
Pitchside advertising (LED boards)
High-impact, in-game visibility broadcast to millions.
Kit, car, or teamwear branding
Prominent brand placement on uniform, vehicles, or equipment.
Hospitality
VIP experiences, executive suites, and exclusive events for clients and stakeholders.
Athlete appearances
Personal appearances, endorsements, or content collaborations with players.
Match tickets
Access to tickets for use in promotions, giveaways, or client entertainment.
Association rights
Leverage the official team or club association across your IP and communications.
Social media & joint promotions
Collaborative digital campaigns that tap into passionate fanbases.
Digital assets
Use of logos, imagery, and content for digital marketing and advertising.
Email & CRM access
Opportunities for branded mailouts or inclusion in club newsletters to reach fans directly.
Measuring the Impact
Of Sponsorship
One of the biggest marketing challenges facing the modern marketer lies in driving conversions and results without relying on short-term, costly push marketing tactics that often don’t establish meaningful relationships with your consumers.
Sports sponsorship represents an opportunity to build long-term brand value while optimising your marketing spend. Delivering brand awareness and recognition on a scale that reduces the need to bid and pay for online marketing, lowering search engine and digital advertising costs. We like to think of it as a way of building and looking after your brand’s health and focusing on growth.
It’s important to view sports sponsorship as an integral part of your brand marketing strategy, assessing the media ROI against other activity.
